AIMS AND CONTENT

TEACHING METHODS

Lectures, case-studies, teamworks

SYLLABUS/CONTENT

The course aims at developing the main concepts, models and tools related to strategic market management. More specifically, the course deals with the following topics:

• market driven management and value creation
• strategic market analysis, focusing on b2c markets and consumer behavior
• marketing strategy (targeting, positioning, new product development)
• marketing mix policies

marketing metrics and marketing plan

RECOMMENDED READING/BIBLIOGRAPHY

Lambin, 2013, Market driven management, McGrawHill (English edition)

Details on the chapters to study will be provided on request

TEACHERS AND EXAM BOARD

Exam Board

NICOLETTA BURATTI (President)

GIORGIA PROFUMO

LESSONS

EXAMS

EXAM DESCRIPTION

Written test, with open ended questions

Exam schedule